Traffic and promise
Record where you found the funnel, which audience the creative appears to address, the core promise, and the first call to action.
Landing experience
Capture the page type, headline angle, primary action, form friction, proof elements, objection handling, and what happens immediately after the click.
Offer structure
Document the main public offer, bonuses or supporting components, pricing presentation when public, guarantee language, urgency mechanisms, and checkout sequence.
Follow-up
If you legitimately opt in, record message timing, recurring themes, calls to action, educational versus promotional balance, and where the follow-up sends the reader.
Your synthesis
Finish with three columns: observation, possible reason, and original test. That last column prevents the exercise from becoming a scrapbook of competitors.
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